Caplan wonders how this is consistent with a belief in the rationality of markets and surmises that this market may attract a special type of consumer:

This is hardly surprising given the emotional, credulous cognitive style of organic consumers. Can you imagine the typical “all-natural” fan changing his mind in response to peer-reviewed nutritional research? That’s just not how they roll.

My own explanation: the market responds to people’s fantasies and it does a very good job of doing so.